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International: 72.3% of pvr viewers skip commercials

05-July-2002
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International: 72.3% of pvr viewers skip commercials

New research into the controversial phenomenon of personal video recorders finds users skip commercials 72.3% of the time -- a much higher rate than those watching live TV or those using videotape recorders -- but they are least likely to pass over a beer or drug spot.

The research, from CNW Marketing Research, Bandon, Ore., finds that users of PVRs such as TiVo and Replay TV will skip over a beer spot only 32.7% of the time. Drugs are the only other category out of 14 measured in the study to keep the attention of more than 50% of PVR owners.

The skip rate, CNW found, is indeed high. The 72.3% figure for PVR owners rejecting commercials well outdistanced that for viewers fast-forwarding through commercials on videotape (15.6% of the time) and those who "ignore" commercials on live TV (44.6% of the time). The research characterizes "ignoring" live TV as getting a snack, starting a conversation or taking a bathroom break.

Top categories where consumers fast forward through commercials with PVRs include fast food, credit cards, mortgage financing, home products and TV network promos for upcoming shows, all of which were rejected by consumers 90% or more of the time, the study showed.

Some TV executives believe the high turn-off rate in those categories is related to poor creative in commercials. National automotive ads were skipped by PVR owners 71.3% of the time, more than that of feminine-product spots, avoided 64.1% of the time. A major turn-off for PVR owners was TV program promotion. This category ranked third overall in consumers' fast-forwarding. For live TV, according to the data, 74.2% of consumers avoid TV program promotion, the worst retention of any category for live TV.

Beer was also the best performer when it came to live TV -- only 4.4% of the time did consumers ignore beer commercials.

Overall, commercials on cable fared a bit better than network with PVR users. But in the top turn-off categories of fast food, credit card, mortgage financing and home products, the numbers were virtually on the same level as for network-run commercials.

For the study, CNW surveyed just under 10,000 consumers by phone in seven markets during May. The markets -- Los Angeles, Salt Lake City, Phoenix, Chicago, Philadelphia, New York and Atlanta -- were selected for their wide demographic mix, location, and other factors.

Total sample size broke down this way: All surveyed were over 18; 8,146 people watched live TV, 1,159 were included in the videotape measurement; and 944 were PVR owners. The survey is part of a larger TV interactive study with a total sample in excess of 18,000.

Since the survey was conducted primarily for the auto industry, CNW wasn't terribly scientific in deciding what categories should be surveyed. 14 different categories were decided as a result of discussions with CNW staffers.

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